DIGIVESTASI - The management of PT GoTo Gojek Tokopedia Tbk (GOTO) and TikTok revealed several business strategies to encourage the growth of Indonesia's digital economy through the development of e-commerce that will support MSMEs with local Indonesian products. This was conveyed after TikTok officially collaborated with Tokopedia on Monday (12/11).

Through this collaboration, the Tokopedia and TikTok Shop Indonesia businesses will be merged under the name PT Tokopedia, where TikTok will control PT Tokopedia. TikTok will invest more than 1.5 billion USD to develop Tokopedia. In an official statement, TikTok, Tokopedia, and GoTo Group promised to provide wider benefits to MSMEs in Indonesia through e-commerce platforms and encourage the creation of millions of new jobs in the next five years. "With these two professions combined, more than 90% of the merchants are MSMEs.

"These MSME players will receive support through various programs from TikTok, Tokopedia, and GoTo Group," wrote GoTo and TikTok management. Patrick Walujo, CEO of GOTO, said this partnership will create an Indonesian e-commerce champion, by combining Tokopedia's local strength with the wide market reach and technological sophistication of TikTok.

"We are committed to supporting the development of local MSMEs and promoting products made in Indonesia. "GoTo's business now has a stronger foundation and we hope that the partnership with Tiktok will bring many benefits not only to the e-commerce sector but also its advanced services," Patrick explained. The strategies summarized by the editorial team include,

First, promotion of Indonesian products on the Tokopedia and TikTok platforms. "Tokopedia hosts more than 14 million sellers, the majority of which are local MSMEs. The end of the year is an important moment for our MSMEs. "Through Harbolnas, we provide special promotions to increase interest in buying local products," said Melissa Siska Juminto, director and president of GoTo's e-commerce business. "

Second, Upstream MSME aims to encourage capacity building and skills of Indonesian MSME players through a comprehensive program to encourage skills development and access to upstream (manufacturing phase) to downstream (sales) resources.

Third, it supports marketing, branding, and sustainable business activities for merchants.

Fourth, helping local businesses promote their products in the international market.

Fifth, opening digital talent development centers in various locations in Indonesia.

The strategy was implemented on Friday (15/12). GoTo, TikTok and Universitas Gadjah Mada (UGM) officially signed a Memorandum of Understanding (MoU) to establish the GoTo x TikTok x UGM Technology Center, a digital talent development center in the Bright Gallery of UGM Creation and Innovation (GIK).

Herman Widjaja, Chief Technology Officer of GoTo Group said: "GoTo x TikTok x UGM Technology Hub is a tangible manifestation of the joint commitment of GoTo Group and TikTok in supporting the improvement of the skills of Indonesia's Digital technical talent in the Era of Technology Transformation". . in a press release.

Sixth, ensuring a market that allows healthy competition. TikTok Indonesia representatives explained the commitment by saying that the company will provide an inclusive and fair platform for all sellers. "We have set up a proactive detection process and closely monitor more than 1,600 categories, including fashion, cosmetics, daily necessities, and others.

We will take strict measures to avoid unreasonable pricing for these types of products. "This may include removing products that are unreasonably priced," the TikTok Indonesia representative said. Previously, Minister of Trade (Mendag) Zulkifli Hasan also revealed that the government's efforts to regulate e-commerce, through Minister of Trade Regulation Number 31 of 2023, which TikTok coordinated with Tokopedia, were carried out with the aim of bringing benefits to Indonesia.

The government does not prohibit products from anywhere, it only regulates governance so that the e-commerce ecosystem can bring benefits and contribute to the country's economic development. It even encourages many domestic economic actors to go international by participating in e-commerce. Furthermore, e-commerce recorded significant growth in 2018, only Rp 6.8 trillion, then increased to Rp 22.7 trillion in 2022.

"This is what we manage, we regulate, so if TikTok is banned, it is not banned but regulated. . So we organize this so that it can be mutually beneficial [with Tokopedia synergies]. "The ecosystem can be useful and help develop the Indonesian economy, in addition to national and even international. December 12, 2023).